Chapter 7 The Art of Sixty-Second Story Telling. Clients buy well-crafted solutions to their...
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Chapter 7 The Art of Sixty-Second Story Telling
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Transcript of Chapter 7 The Art of Sixty-Second Story Telling. Clients buy well-crafted solutions to their...
Chapter 7
The Art of Sixty-Second
Story Telling
Clients buy well-crafted solutions to their marketing problems – they don’t buy “spots.”
Why Advertising WorksSuccessful advertising has four
components:Right productRight priceRight timeRight target audienceGil Zeimer - Radio Ads
AIDAAwareness (Attention) --Minimum of 15 ads per week
needed to get results.Interest -- Focus should be on
the benefits to the consumer
Desire – appeal to basic wants, needs, desires
Action – invite consumer to visit store, pick up phone, etc.
What’s In It For Me? (WIFM)
Don’t waste time telling listeners how great advertiser is.
What do you do instead?
Tell listener what they will get for doing business with advertiser (“What’s in it for me?”)
Avoid advertiser’s terms and jargon.
Focus is on how the advertiser will solve the listener’s problems.
BrainstormingAll you need is piece of paper
and a place to think.Nothing is too silly, too off the
wall.Push the limits, don’t be critical
of your own ideas.Play ideas off other people.RefinementEvaluate ideas in light of what
salesperson and client have said they want.
Selecting a Style
Dialogue and Narration, with and without music – business owner may voice commercial.
Testimonials – word of mouth.
Product Comparisons – small guy may challenge big guy.
Lifetime Experiences – real-life situations.
Humor – can be your downfall.
Putting Words to Paper
Target audience – What’s in it for me (WIFM)? Focus on benefits to listener
Demographic, psychographic info
The objective – finish the sentence, “This commercial’s specific purpose is …”
Repetition, repetition, repetition (of client’s name). Avoid “we.”
4-6 times in a 60-second commercial; avoid “we” and “our”
A Few Phrases to Eliminate …
That’s right
So hurry on down
Call right now
For storewide savings
Our friendly and knowledgable staff
Our service makes the difference
Come see us today
For all your _______ needs
Opening the Commercial
You only have a few seconds to capture listener’s attention.
Ways to do it?
Statement that targets needs, wants, desires; a startling question, an unusual statistic, a quotation, a survey result.
Stay focused on consumer benefits.
Price and Product
Commercials must mention price and product.
If price is relatively high, you might express it in cost per day, use price comparison (p. 211).
Call to Action
Business has to ask, or invite, customers to shop with them; tell listeners what you want them to do.
Closing the Commercial
In a few words, tie all of the elements together in an easy-to-remember message.
Closing should reinforce the advertising message.
Include contact information, but don’t waste time.
Use landmarks, not addresses; keep web addresses to most essential part; is phone number really necessary?
